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  • The 7th P-Physical Evidence: by - SHREYA Velidi PRN - 19021321101 Sem-Iv

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    This document discusses the concept of physical evidence in marketing. It defines physical evidence as the tangible components of a service that customers interact with, like a store's environment and staff uniforms. The document separates physical evidence into peripheral evidence, which adds little value, and essential evidence, which contributes directly to the product or service. It identifies the physical environment, spatial layout, ambiance, and corporate branding as key components of physical evidence. Examples are given for how physical evidence is used in industries like hospitality. The document concludes by citing sources for further information on the topic.

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    This document discusses the concept of physical evidence in marketing. It defines physical evidence as the tangible components of a service that customers interact with, like a store's environment and staff uniforms. The document separates physical evidence into peripheral evidence, which adds little value, and essential evidence, which contributes directly to the product or service. It identifies the physical environment, spatial layout, ambiance, and corporate branding as key components of physical evidence. Examples are given for how physical evidence is used in industries like hospitality. The document concludes by citing sources for further information on the topic.

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    40 views8 pages

    The 7th P-Physical Evidence: by - SHREYA Velidi PRN - 19021321101 Sem-Iv

    Uploaded by

    v Shreya
    This document discusses the concept of physical evidence in marketing. It defines physical evidence as the tangible components of a service that customers interact with, like a store's environment and staff uniforms. The document separates physical evidence into peripheral evidence, which adds little value, and essential evidence, which contributes directly to the product or service. It identifies the physical environment, spatial layout, ambiance, and corporate branding as key components of physical evidence. Examples are given for how physical evidence is used in industries like hospitality. The document concludes by citing sources for further information on the topic.

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    of 8

    The 7th P- Physical

    evidence
    By- SHREYA Velidi
    Prn- 19021321101
    SEM-IV
    The 7 PS of Marketing

    2
    5th P
    Physical Evidence
    It is said that you shouldn’t judge a book by its cover.
    But we always buy the products that look appealing to us

    4
    What is Physical Evidence?
    ● Refers to the physical environment experienced by the customers (location and
    environment)
    ● evidence comprises of the elements which are incorporated into a service to make it
    tangible and somewhat measurable
    ● Helps in positioning of the band and also targeting the right kind of customers
    ○ Ex- Hospitality Sector (Airlines and Restaurants)
    ● useful when a customer has not bought from the organisation before and needs
    some reassurance, or is expected to pay for a service before it is delivered
    ○ Ex- surroundings, staff uniform, menus and online reviews for a restaurant

    5
    Types of physical Evidence
    ● Peripheral Evidence
    ○ Part of the purchase process but it adds a very little value.
    ○ If used with the product or the service, adds value to the product or
    service
    ○ Ex- Napkins in a restaurant or Packaging of the product
    ● Essential Evidence
    ○ Products/elements used by the company to execute their product
    ○ Not necessarily possessed byt the customer but it contributes to the
    balue of a product or service.
    ○ Ex- Ingredients that a restaurant uses, towels and linens provided in
    hotels

    6
    Components of physical evidence
    ● Physical Environment
    ○ Location and the surrounding the customer is in
    ○ Sets the tone, mood
    ○ Helps in creating the perception of value and of the brand too
    ● Spatial Layout
    ○ Functionality is important
    ○ A space where the creative thoughts could flow.
    ● Ambiance
    ○ Sets the mood of the physical environment
    ○ Ex- Lighting, music, employee dress
    ● Corporate Branding
    ○ “How the consumer perceives the business” (creating a face for brand)
    ○ Contributes to intangible aspects of the customer experience.
    ○ Ex- Logos (Google, Buzzfeed)

    7
    Citations
    ● “The 7Ps of The Marketing Mix: Oxford College Of Marketing.” Oxford College of
    Marketing Blog, 8 Oct. 2020,
    blog.oxfordcollegeofmarketing.com/2020/10/08/understanding-the-7ps-of-the-mar
    keting-mix/.
    ● Academy, Professional. “Marketing Theories – The Marketing Mix – From 4 Ps to
    7 Ps.” Professional Academy,
    www.professionalacademy.com/blogs-and-advice/marketing-theories---the-marketi
    ng-mix---from-4-p-s-to-7-p-s.
    ● Acutt, Mark. “Marketing Mix Physical Evidence - Marketing Mix.” The Marketing
    Mix, 24 Nov. 2020, marketingmix.co.uk/marketing-mix-physical-evidence/.
    ● “What Is Physical Evidence?” Red Bike Marketing, 22 May 2020,
    redbikemarketing.com/marketing/physical-evidence/.

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